Citibank Review

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Citibank Review

CITIBANK Case Study
This is a monumental assignment for any team of corporate and financial wizards, but for the purposes of this assignment I will keep it simple.
This scenario suggests numerous barriers and hurdles that seem almost impossible to overcome. Choosing to enter these socially, politically and economically different markets will require ingenious marketing techniques and an unsecured commitment to achieving success where the possibility seems extremely dim.
Given the data in the case, I would choose to enter this region and commence a blanket introduction of credit card sales. Having traveling extensively to this region, I can personally relate to the difficulties presented by many of these cultures. Taking the lessons I¡¦ve learned in the past few weeks, I believe there is an element of possibility utilizing marketing and advertising techniques already proven in this region.
Rana Talwar¡¦s closing comments about having to make this decision alone is completely correct. Several references in the case display the optimism and pessimism exhibited by several members of the Citibank team. Any decision will not be without criticism, but I believe he has all the required tools to succeed in this region.
From the outset, there are a few markets and countries that are extremely attractive and will produce success in developing the credit card market. A few countries are extremely dangerous and would provide several dangerous hurdles to overcome. In the middle are a few markets that don¡¦t appear to be extremely lucrative, but reading between the lines, provide avenues for success. I chose to analyze each country separately and provide and finalized solution in summation.
The values I extracted from the case for my analysis are as follows:
$2 million for advertising in each country, $35 million each for infrastructure support for the initial 250,000 customers, $25 per customer for distribution, and I used income values for each company by taking the Competing Product Profile prices for each company¡¦s low-end credit card expenses (Exhibit 9).
Australia
Assessing this country doesn¡¦t take a degree in global economics. It is notoriously stable, with a Political/Economic rating of ¡§A¡¨. It possesses an annual GNP of $196.8 billion in 1998, with a fairly high 5-year inflation average of 7.1%. One of the attractive attributes of this country is that only 10.5% of the population carries a credit card already, and 80% of current card carrie...

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